Five airs history of advertising series

Five is to show a three-part series charting the history of British advertising and how it has reflected and led social change.

Airing at 9pm next Monday, the first show in the RDF Media-produced series, The Ads That Changed the World, traces the rise of TV advertising following the launch of ITV in 1955.

The following programmes are The Funniest Ads in the World ... Probably and The Ads They Tried to Ban.

Five's first episode will outline how, post-war, TV ads reflected a move toward greater hygiene consciousness.

Ads featured include Lux soap, which ran at a time when people used an average of one-and-a-half soap bars a week, and Henry Cooper's "splash it all over" campaign for Brut, designed to make men think personal grooming was not an effeminate concern.

The programme shows how later ads for Cadbury Smash and Mr Kipling encouraged housewives to abandon home cooking for convenience food.

The programme argues that these were superseded by ads, such as Coca-Cola's "I'd like to buy the world a Coke", that ushered in an era of global campaigns where the emphasis is on the brand rather than the nature of the product.

Industry commentators also talk about how advertising can resurrect an ailing brand, using Levi's "launderette" and "flat Eric" as examples.

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